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題名 線上平台品牌經營線下實體活動之初探
An Exploratory Study on How the Online Platform Brand Manages Offline Events作者 鄭絜文
Cheng, Chieh-Wen貢獻者 張瑜倩
Chang, Yu-Chien
鄭絜文
Cheng, Chieh-Wen關鍵詞 線上平台
線下實體活動
體驗
活動行銷
行銷4.0
Online platform
Offline physical activities
Experience
Event marketing
Marketing 4.0日期 2019 上傳時間 2-Jun-2020 11:14:26 (UTC+8) 摘要 近年來，因平台的進入成本較低，使得許多的業者紛紛以經營平台的方式進入產業，導致平台品牌眾多，再加上因網路發達，消費者每日暴露在大量的資訊中，導致平台難以被消費者看見，因此，平台難以提升消費者的黏著度以及平台的曝光度。為增加品牌曝光度以及消費者黏著度，許多品牌紛紛開始使用線下實體活動吸引消費者注意。基於上述動機，本研究旨在探究線上平台品牌舉辦線下實體活動的目的動機以及內部籌備過程。本研究透過深度訪談以及個案分析收集資料，得出以下二點發現。雖過去文獻資料指出，企業使用線下實體活動對於增加消費者對於品牌的知覺、使用意願有正向影響，然本研究發現，企業舉辦線下實體活動的最主要目的為增加營收。此外，平台品牌線下實體活動的籌備流程為：決定是否舉辦、組織籌備團隊、決定活動主題、選定目標客群、決定活動場地及時間、決定合作公關活動公司、設計活動設備以及主視覺、招商、架設報名網站、宣傳活動、進入活動、成果檢討。本研究之學術貢獻為，探討利用線下實體活動增加品牌曝光以及增加使用者黏著效果不彰、利用線下活動改變品牌體驗可能導致反效果、活動規劃流程不一定具有一定順序、個案企業實際舉辦線下實體活動之主要目的與文獻有所出入等問題。在實務貢獻方面為探討利用線下實體活動作為行銷手法時需考慮之效率面向以及時需考慮之之效率面向。
The low entry cost of the platform has caused high competition in the industry. Additionally, consumers are exposed to a large amount of information every day in this Internet era, which makes it difficult for the platforms to be seen by consumers. Above two main reasons make increasing consumer stickiness and brand exposure become more difficult for the platforms; thus using offline events to attract users’ attention has been a phenomena. Tis study aims to explore what the purpose and motivation of online platform brands are and how to organize offline physical events .This study used case study in order to understand abovementioned question and collected data through in-depth interviews. Two main findings are revealed. The main purpose of the platform brand to organize offline events is to increase revenues and the process of organizing offline events is investigated.The academic contribution of this study is that using offline events to increase the brand exposure and users stickiness to the brand. Besides, thinking of using offline events to change the brand experience is unrealistics. This study also suggests that organizing offline events should be taken marketing techniques into account as well as considering offline events as a long-term production when operating, as the practical implications.參考文獻 一、中文部分自由時報. (2012). 台版「祖克柏」台大生創社群平台. 自由時報. 自由時報. Retrieved from https://news.ltn.com.tw/news/life/breakingnews/613892何佩珊. (2018). 耗時、費力、錢難賺，Pinkoi為何還要三路布局線下？. Retrieved from https://www.bnext.com.tw/article/51584/pinkoi-off-line-strategy吳元熙. (2019). Airbnb心中「瘋狂」的台灣政府——不斷修罰金，卻無法真正解決問題. Retrieved from https://www.bnext.com.tw/article/52906/airbnb-call-on-taiwanese-government-stop-increase-panelty林東清. 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國立政治大學
科技管理與智慧財產研究所
106364130資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106364130 資料類型 thesis dc.contributor.advisor 張瑜倩 zh_TW dc.contributor.advisor Chang, Yu-Chien en_US dc.contributor.author (Authors) 鄭絜文 zh_TW dc.contributor.author (Authors) Cheng, Chieh-Wen en_US dc.creator (作者) 鄭絜文 zh_TW dc.creator (作者) Cheng, Chieh-Wen en_US dc.date (日期) 2019 en_US dc.date.accessioned 2-Jun-2020 11:14:26 (UTC+8) - dc.date.available 2-Jun-2020 11:14:26 (UTC+8) - dc.date.issued (上傳時間) 2-Jun-2020 11:14:26 (UTC+8) - dc.identifier (Other Identifiers) G0106364130 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130087 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 106364130 zh_TW dc.description.abstract (摘要) 近年來，因平台的進入成本較低，使得許多的業者紛紛以經營平台的方式進入產業，導致平台品牌眾多，再加上因網路發達，消費者每日暴露在大量的資訊中，導致平台難以被消費者看見，因此，平台難以提升消費者的黏著度以及平台的曝光度。為增加品牌曝光度以及消費者黏著度，許多品牌紛紛開始使用線下實體活動吸引消費者注意。基於上述動機，本研究旨在探究線上平台品牌舉辦線下實體活動的目的動機以及內部籌備過程。本研究透過深度訪談以及個案分析收集資料，得出以下二點發現。雖過去文獻資料指出，企業使用線下實體活動對於增加消費者對於品牌的知覺、使用意願有正向影響，然本研究發現，企業舉辦線下實體活動的最主要目的為增加營收。此外，平台品牌線下實體活動的籌備流程為：決定是否舉辦、組織籌備團隊、決定活動主題、選定目標客群、決定活動場地及時間、決定合作公關活動公司、設計活動設備以及主視覺、招商、架設報名網站、宣傳活動、進入活動、成果檢討。本研究之學術貢獻為，探討利用線下實體活動增加品牌曝光以及增加使用者黏著效果不彰、利用線下活動改變品牌體驗可能導致反效果、活動規劃流程不一定具有一定順序、個案企業實際舉辦線下實體活動之主要目的與文獻有所出入等問題。在實務貢獻方面為探討利用線下實體活動作為行銷手法時需考慮之效率面向以及時需考慮之之效率面向。 zh_TW dc.description.abstract (摘要) The low entry cost of the platform has caused high competition in the industry. Additionally, consumers are exposed to a large amount of information every day in this Internet era, which makes it difficult for the platforms to be seen by consumers. Above two main reasons make increasing consumer stickiness and brand exposure become more difficult for the platforms; thus using offline events to attract users’ attention has been a phenomena. Tis study aims to explore what the purpose and motivation of online platform brands are and how to organize offline physical events .This study used case study in order to understand abovementioned question and collected data through in-depth interviews. Two main findings are revealed. The main purpose of the platform brand to organize offline events is to increase revenues and the process of organizing offline events is investigated.The academic contribution of this study is that using offline events to increase the brand exposure and users stickiness to the brand. Besides, thinking of using offline events to change the brand experience is unrealistics. This study also suggests that organizing offline events should be taken marketing techniques into account as well as considering offline events as a long-term production when operating, as the practical implications. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 4第三節 研究問題與目的 6第四節 研究方法 6第二章 文獻探討 8第一節 平台 8第二節 行銷4.0 13第三節 活動行銷 18第四節 活動設計 25第五節 小節 33第三章 研究方法 36第一節 研究流程 36第二節 研究方法 37第三節 研究對象 40第四節 產業分析 43第四章 資料分析 47第一節 DCARD個案背景 47第二節 DCARD：午夜實驗室之目標訂定 52第三節 DCARD：午夜實驗室之目標客群選定 75第四節 DCARD：午夜實驗室之內容策劃 77第五節 DCARD：午夜實驗室之內容宣傳 97第六節 午夜實驗室之成效評估與修正 112第五章 結論與建議 136第一節 研究結論 136第二節 研究貢獻 139第三節 研究限制及後續研究建議 145參考文獻 148 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106364130 en_US dc.subject (關鍵詞) 線上平台 zh_TW dc.subject (關鍵詞) 線下實體活動 zh_TW dc.subject (關鍵詞) 體驗 zh_TW dc.subject (關鍵詞) 活動行銷 zh_TW dc.subject (關鍵詞) 行銷4.0 zh_TW dc.subject (關鍵詞) Online platform en_US dc.subject (關鍵詞) Offline physical activities en_US dc.subject (關鍵詞) Experience en_US dc.subject (關鍵詞) Event marketing en_US dc.subject (關鍵詞) Marketing 4.0 en_US dc.title (題名) 線上平台品牌經營線下實體活動之初探 zh_TW dc.title (題名) An Exploratory Study on How the Online Platform Brand Manages Offline Events en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分自由時報. (2012). 台版「祖克柏」台大生創社群平台. 自由時報. 自由時報. Retrieved from https://news.ltn.com.tw/news/life/breakingnews/613892何佩珊. (2018). 耗時、費力、錢難賺，Pinkoi為何還要三路布局線下？. Retrieved from https://www.bnext.com.tw/article/51584/pinkoi-off-line-strategy吳元熙. (2019). Airbnb心中「瘋狂」的台灣政府——不斷修罰金，卻無法真正解決問題. Retrieved from https://www.bnext.com.tw/article/52906/airbnb-call-on-taiwanese-government-stop-increase-panelty林東清. (2016). 資訊管理-e化企業的核心競爭能力. 台灣: 智勝.邱品綺. (2013). 大學生限定!台大自製紅娘城市Dcard 輔大世新都加入. Retrieved from https://www.ettoday.net/news/20130507/203620.htm紀品志. (2016). 模仿Snapchat？Instagram推出「Stories」限時動態功能. Retrieved from https://www.bnext.com.tw/article/40439/BN-2016-08-03-010135-216唐子晴. (2018). 全球第七個月活躍用戶數破5億的App《抖音》，正悄悄向阿里巴巴靠攏. Retrieved from https://www.bnext.com.tw/article/49921/tik-tok-hits-500-million-global-monthly-active-users-as-social-app高敬原. (2018a). 一張充氣床生意做起，Airbnb如何用十年成為傳統旅宿最大威脅者. Retrieved from https://www.bnext.com.tw/article/50218/10-years-of-airbnb-community高敬原. 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